STOP – LOOK – LISTEN

Those three words were probably drilled into you when you were a child.

You would also do well to remember them when copywriting.

That might seem a strange thing to say but when creating sales and marketing content, many people just dive straight in. That’s because it’s usually one of those jobs that is squeezed in between other projects.

And there’s the problem – content creation shouldn’t be seen as one of those jobs you have to fit in now and then. It’s vital for your business from an SEO perspective and for getting your message out to your audience effectively.

Stop

Before you start to put pen to paper or finger to keyboard, stop and think about what you are doing and why. Every piece of copy must have a purpose so ask yourself:

• What is going to be the best platform for your message?
• What do you want to achieve from your copy?
• How do you want your audience to react?
• What do you want to tell your audience?
• What end result do you want to achieve?

Creating content is like creating a new product. You wouldn’t dream of making a new product without carrying out R&D first, so why just sit down and cobble together some half hearted sales copy?

Look

Although your content is important, so too is how it looks.

If it doesn’t have instant readability appeal, no one will read it. In which case there wasn’t a lot of point in writing it in the first place.

Using headings, subheadings, bullet points and images will make your content more attractive and accessible. A solid wall of text is a real turn off but a page with plenty of white space, bullet points and small chunks of text, is a far more interesting prospect.

Listen

You not only have to listen to the needs of your business and customers, you also need to listen to yourself.

Your content has to tell your reader what’s in it for them and represent the voice of your business.

Once you’ve written your content, read it out loud. This will help you make sure it flows, makes sense and will provoke an emotional response in your reader.

As you can see, content creation is much more than just stringing a few sentences together. A lot of thought, planning and shaping has to go into every piece of content you produce.

So remember - stop, look and listen before you publish.

Hey, I’m a copywriter so I know exactly what my audience wants, right?

All they want is an incredible offer and they’ll be putty in my hands.

If real life was like that it would be amazing and my job would be very easy. But sadly in the real life creating copy that sells isn’t quite that easy. Sometimes there is a problem with your sales pitch—they simply don’t want to buy your product.

You can’t lead a dog of a tablet…

Well that’s a well known saying in my house anyway.

I have two dogs—one very large chocolate Labrador that’ll eat absolutely anything you give him, and a Springer Spaniel. The latter is not the most intelligent animal in the world but when it comes to identifying medicine he’s a real Einstein.

Try and put the tablet in his food bowl and he’ll eat round it; put it inside a lump of cheese and he’ll eat the cheese and spit out the tablet.

So, use your imagination here and think of the dog as a customer and the tablet as your offer (come on, hard to imagine but try), you’ll have to tailor your sales pitch to him in order to get him bite.

The only way to get him to eat is by disguising the ‘offer’ (or tablet) by grinding it up and sprinkling it on a piece of bread thickly spread with Marmite. Now when he’s offered it he eats it (and practically takes your hand off too).

The moral of this rather doggy story is research your market.

At the end of the day if you tailor your pitch to your audience you’ll end up with a loyal customer base. But don’t be upset if you don’t always manage the sale. No campaign will have a 100% success rate as there are too many other factors out there that will have an impact on your conversion rate.

Writing your own copy constantly can lead to a problem—how long is it before you run out of things to say?

Before you know it all your marketing materials look and sound the same. Customers start getting fed up seeing the same old messages again and again.

So how do you overcome this?

What can you do to freshen up your approach and offer something more innovative, eye-catching and exciting?

Doing a 180

Keeping your marketing collateral fresh and exciting is vital if you want to remain at the forefront of your industry.

When things start to get a bit stale it’s time for a 180 degree rethink by looking at your products and offers from a different angle.

Let’s look at an example to see how this can work.

Bob has a company that makes washing powder. His normal marketing ploy is to show a glamorous model walking along the street, smiling in a brilliant white trouser suit. This shows the product not only cleans superbly but it will also enhance your confidence and attractiveness (at least that is the underlying suggestion).

But Bob’s clients are getting tired of seeing superwoman with her unnaturally clean clothes, so he had to come up with a new angle. This time, rather than showing the whiteness of the finished article, he took a step back.

His new advert shows a shabbily dressed woman in stained clothes. Her hair is a mess and she seems invisible to everyone else and quite introvert. The message this time is that drab whites lead to a drab life. This time viewers see an image they don’t want to be associated with and buy his product to ensure they don’t end up that way.

A rather cheesy example but I think it makes my point.

Choose a different angle

So if your marketing approach needs a revamp move away from the pleasure angle and sell it from the other side of the fence—and visa versa.

The fresh approach will attract attention and get people talking about your brand again. Do something unexpected and create a buzz.

Sally Ormond – freelance copywriter

Are freelance copywriters the only people who can write persuasive copy?

I would love to answer that with a yes, but anyone can write persuasively if they have the time and inclination. But as time is a rare commodity these days it is often more cost effective to use a professional copywriter.

Creating a magnetic force in your writing uses 9 techniques. Used in isolation they’ll have little effect, but combine their power and you’ll produce captivating copy that will make your reader buy.

I guess you want to know what the 9 elements are…

1. Be direct

I don’t mean write “Buy it now!” – that won’t work. I’m thinking more of the tendency to over write.

For example, rather than saying “The majority of Primary School pupils almost certainly believe that Santa really exists.”

Oh boy, how long winded is that?

Instead, say “Most Primary School children believe in Santa”  - simple, direct and to the point.

2. Repetition

If done well, this will create a rhythm that will carry your reader and drawn them in.

3. Active

Use of the passive voice creates copy that sounds as dull as ditch water e.g. the cat was stroked by the girl. But by swapping around the subject and object of the sentence you make it active – the girl stroked the cat.

4. Brief

Less is definitely more. Most people don’t have time to read reams of copy and their concentration begins to lapse after the first few sentences. Therefore make sure that’s where your important copy is.

5. Short sentences

These are easier to read. They are easy to understand. If you begin to get complicated, which we all do from time to time, people will begin to tire of your copy and you run the risk of them deciding it’s really not worth reading your overly long copy especially as by the time they’ve reached the end of your sentence they’ve completely forgotten why they were reading it in the first place.

6. Debate

Don’t answer everything for them – leave them wanting more.

7. No adjectives

Adjectives will leave your writing dull – be ruthless and banish them.

8. Story

Relate your product to a real life situation through case studies to get your reader hooked.

9. Informal

Conversational writing is the most effective.

These simple techniques are very easy to use, and when combined will produce some powerful copy – are you ready for the flood of orders?

The chances are, if you’re reading this you have a website and do a fair amount of online marketing – or at least you’re beginning to.

Local search is becoming a very important tool for many businesses.

Twenty or Thirty years ago, if someone wanted to find a local service provider, they’d look in the Yellow Pages or local press.

Today more and more people are turning to Google and the other search engines to find local businesses.

Which basically means, you need to make sure your website and online marketing activities are geared up to make the most of these local searches which means owning more of the web.

Boost your share of the web

There are many facets to search engine optimisation – website structure and design, back links, seo copywriting, internal linking – all of which need to be a constant part of your marketing activities.

A great way to help your SEO and boost your online presence is by increasing the number of web pages you have. That doesn’t mean you have to rush out and pay your designer to add stacks on new pages on your website – why not utilise the power of other websites such as BT Tradespace and Myprospot.

Both of these websites offer you the opportunity to boost your online reach by having your very own micro site for your company. They each offer varying degrees of service (through Myprospot you can also host your own website and still use all the functionality it offers its members).

To give you an idea of what these micro sites look like, here are mine:

So now, not only do I have my main website for my freelance copywriting business, but I also have these web pages too.

These micro sites are great for local businesses. The increase you web presence and therefore local search capabilities and they offer facilities like customer feedback and ratings.

With 40% of small businesses without a website these services are invaluable. Even if you don’t have the budget for a website, you can get a profile and web page up on the internet for next to nothing.

So give it a go – whether you have a basic free profile or you invest in a higher membership (which is well worth it as it is a fraction of the price of any off line marketing you’re doing and will reach a wider audience) – get yourself seen.

There definitely is one – an enormous one.

To give you a clue, it is something you should be thinking about even before you pick up your pen or strike a key on your keyboard.

Have you worked out what it is yet?

Purpose

Everything you write must have a purpose. If it doesn’t, what’s the point writing it?

Every piece of copy you write – website copywriting, newsletters, brochure copy, advert, case study, press release…everything has a purpose – it’s there to generate something – sales, leads, interest, traffic…

You’ve put a lot of time and effort into it (and quite possibly money if you are using a freelance copywriter) so you must make sure it actually does something.

Before you begin to write (or give your copywriter their brief), ask yourself:

1. What will this piece of copy do for my business?

It may not necessarily be there to sell. It may be to raise awareness or generate leads. If you can’t define its purpose it’s not needed and creating it will just be a waste of time and money.

2. What do I want the reader to do?

It could be to buy a product, sign up to a mailing list, make an appointment, visit your website. Whatever it is, your copy must be persuasive enough to make them carry out that action. Also remember to tell your reader what to do within your call to action.

You might think that if you are producing a case study, article or feature, you can ignore this advice. Well, you can’t. Even if it is ostensibly an informational piece, it should still be designed to encourage future contact. An interesting article will be remembered so when that person has a need for your product or service your name will be in the forefront of their mind.

Why you need to know this

Every piece of copy produced by or for your company must have a purpose. Every word will build a relationship with your reader. Even if it doesn’t lead to an immediate sale, when the time is right for your reader, it could.

Remember to look at the bigger picture.

How many times have you opened a new Word document ready to start writing only to end up staring at a blank screen for hours on end?

Starting a piece of copywriting is always the hardest bit. What sort of opening should you go for? What direction should it take?

Even if you get off to a flying start and come up with a cracking headline, producing anything else that does it justice can be difficult.

The best way to start is to plan what you want to write. Think back to your school days and the three elements of story telling that your English teacher constantly banged on about.

Remember what they are?

• The beginning
• The middle
• The end

Writing sales copy follows exactly the same process.

Tie in your copy with your headline

The best headlines will include the primary benefit of your product or service. If you manage that, get the same benefit into your copy straight away:

Headline: Miracle Glow removes all stains first time – guaranteed!

Copy: Fed up with washing clothes again and again because of stubborn stains? Well now’s the time to take action…

Get the idea?

The beginning

Your copy should start with a problem that needs to be solved. As with the example above, the problem was having to rewash clothes because of stubborn stains. This indicated to your reader what you are talking about and the purpose of your writing.

But it doesn’t always have to be a problem. The flip side is if your product or service is going to give pleasure (e.g. make them wealthier or more attractive), start with that benefit.

The middle

Your headline and initial paragraph would have drawn your reader in. Now you need a section that will convince them to buy.

This is the time to introduce the product or service that will overcome the initial problem or provide the favourable outcome. Taking the washing powder example again, you could say something along the lines of:

Now you can remove all stains first time with Miracle Glow. Second washes and extra products will become a thing of the past. Just one product will give you ultra clean laundry every time.

The end

This is where your reader enters the story. Up to now you’ve told them the problem they have and how you can solve it for them. Now’s the time to ask them to do something.

This is your call to action and is one of the most important aspects of your writing. It has to be commanding – tell them precisely what you want them to do:

Get your free sample of Miracle Glow now by calling xxxxxxxxxx

Your reader is left with no doubt that they have to call you to try out this amazing new product.

So, as you can see, being a copywriter is a lot like being a story teller. By following this simple format you’ll draw your reader in. Your compelling copy will convince them your product is for them and your call to action will make sure they buy.

Why not give it a try next time you’re staring at a blank screen.

Should a copywriter tell?

Let’s think about that for a second. A copywriter’s job is to sell products for their clients through the written word.

Instructions for a project will probably include phrases like ‘tell everyone about our product’, ‘tell them how amazing it is’. But telling is for journalists and teachers.

Copywriting is about giving so much more than that.

Sell, sell, sell

It doesn’t matter whether you are writing an advert, website copy, brochure or email, your writing should persuade your reader to do something. Generally that ‘something’ is to BUY.

Therefore your writing has to sell the product rather than just tell your reader all about it. To do this, your writing must cover three crucial elements:

1. Be benefits driven

‘What’s in it for me?’ – that’s the only thing your reader is going to want to know. It is the benefits that provide the motivation for your reader to buy.

2. Offer

The offer is important because if that isn’t attractive to your reader, they won’t buy. It could be anything from a ‘buy one get one free’ offer, to a limited price reduction, limited edition or bonus gift. Whatever it is, a well thought out offer will add weight to your sales message.

3. Be your customer

A mistake many companies make when writing their own copy is that they write what they think the customer wants to hear – invariably they are wrong. If you can identify the problem your customers are looking to solve, you can sell to them because you are offering them the perfect solution.

These three elements boil down the basics of sales writing. Understanding what your customer wants, identifying the benefits in your product that will give them what they are looking for and coming up with a killer offer will help you create copy that really sells.

So next time you sit down to write some sales copy, remember – benefits – offer – be your customer – make sure you sell to them rather than just tell them about your product.

Sally Ormond – freelance copywriter

After months of R & D you’re ready to launch a new product. You know your target market and you think you know what they want so you’re ready to start creating your marketing materials.

You are now sat in front of your PC. The screen is blank and your mind is blanker – HELP!

Does that sound familiar?

How do you start?

The best place to start is with your readers. So ask yourself what is it that they’re interest in. If you said your product, you’d be wrong. The answer is simple – they are only interested in themselves.

Get to know your reader

If you are going to sell something to someone, you have to get to know them. As a copywriter I spend a lot of time ‘inside the heads’ of the audience I am writing for.

Take a look back at some of the sales copy you’ve produced. If any on it spends time telling people what you are selling to them (in the first instance), you’re wasting your time. All your readers want to know is what it does for them. Basically tell them how your product will make their life easier, more rewarding and more complete – whichever is applicable to your product (and make sure it is genuine and can be proven).

So, how can you tap into your readers’ emotions? Well, you will need various keys to unlock their emotional desires:

Pride – Flattery will get you anywhere. Suggest that someone with as much talent for making the right decision as they have ought to be signing up for or buying your product.

Envy – If they think people are already benefiting from your product they’ll think they are missing out, and they’ll hate that.

Gluttony – We always want more, so if you can convince them they will feel contented when they ‘consume’ it you will be on to a winner.

Lust – Tricky, but if you convince them your product will satisfy their craving, they’ll snap your hand off.

Anger – The last time I was angry was over my mobile phone’s pathetic battery life. Give your readers a way out of their present frustrations and they’ll thank you.

Greed – A major motivator. Say no more.

Sloth – We’re all lazy so tell your reader how your product will save them time and effort and they’ll buy.

Being human, you reader will try and rationalise their buying decision. But all you have to do is give them enough reasons why your buying your product is the sensible option and they’ll hand over the cash.

Remember this guy?

Our old English teachers may have taught us a lot at school, but for many the ghost of English lessons past has curbed their ability to write compelling and powerful copy.

Why?

Usually it’s because as soon as their writing starts to flow, a little voice mutters in their heads. It’s the voice of their old English teacher - “No slang! No sentence fragments! No Contractions! No colloquialisms!”

Well I’ve got news for you Mr English Teacher, these are all perfectly acceptable in the copywriting world.

Here are a few examples to illustrate:

Sentence fragments

Apparently all proper sentences should have a subject-verb-object construction. But in my opinion, if they communicate complete thoughts, they are a perfectly acceptable tool for a writer.

“Get your copy of About the Home today. Full of tips and secrets. Why miss out? Buy yours today.”

Contractions and slang

Why can’t I use contractions? It’s perfectly acceptable in my book. As for slang – why not? If it helps communicate a particular message to your audience, go for it. Obviously, over doing it isn’t a great idea, but if you are writing to a particular market that readily uses slang, incorporating it within your copy will help you build rapport.

And…But

If you thought you couldn’t start a sentence with the conjunctions “and” or “but” – hogwash!!

I was interested to read in Fowler’s Modern English Usage that this particular prohibition had been ‘cheerfully ignored by standard authors from Anglo Saxon times onwards’ (Fowler’s Modern English Usage, Third Edition, p.52). Even Shakespeare used it in King John.

If it’s good enough for Shakespeare, it’s good enough for me.

Talking of Shakespeare, he also paved the way for splitting the infinitive:

Root pity in thy heart, that when it grows

Thu pity may deserve to pitied be

(Sonnet 142)

And of course, another famous example will be known by all the Trekkies out there:

To boldly go where no man has gone before

(Sounds a lot better than “To go boldly where no man has gone before”)

Ending a sentence with a preposition

If you still believe this, you don’t have a leg to stand on. If you did, you’d have to write “I you still believe this, you don’t have a leg on which to stand” – I prefer my version!

It is perfectly OK to end on a preposition provided it’s not redundant – so you can ask “Where are you going?” but not “Where are you going to?”

At the end of the day, if your aim is to write great copy that will get your readers’ attention and sells products – write conversationally. This will immediately build rapport with your audience, gain their trust and their cash.

One last thing, ditch your Thesaurus – over use could mean leaving behind good, clear English in favour of gratuitously overblown hyperbole.

Simple is the copywriter’s friend.